It was the longest - if not most glamourous - catwalk sashay in history, stretching the one-and-a-half mile length of Oxford Street between Tottenham Court Road and Marble Arch Tube stations.

Startled Central line passengers hoping for a quiet read of their newspaper this morning suddenly found themselves occupying a front row seat at the world's first fashion show on a moving Underground train.

The pop-up show, which started at 10am, was organised by the West End retailers behind London's inaugural High Street Fashion Week, a mass market curtain-raiser to the main London Fashion Week this month.

Eight models boarded trains wearing clothes from the autumn collections of Selfridges, John Lewis, House of Fraser, Debenhams, Next, River Island, Marks & Spencer and Uniqlo.

They moved between carriages as the trains stopped at Oxford Street and Bond Street stations. The 10am start was deliberately chosen as this is when trains are generally at their quietest.

With Transport for London keeping an eye on a rare officially sanctioned stunt, music had to be provided by iPods linked up to speakers.

Model Leha Hibbert, who is wearing clothes from Selfridges, said the show presented unique challenges.

"I've never before had to think about whether people would be in the way or you've got legs sticking out on the catwalk.

"But I've done hundreds of shows and you learn that even if it is a perfect stage you can still trip. You just have to pick yourself up."

The organisers hope the "show" will help start a shopping surge in the West End after a quiet August.

The hoped- for summer increase in takings from wealthy Middle East customers only partially materialised because of the swine flu scare.

Retailers fear without a strong bounce back this month prospects for Christmas trading will be bleak.

So far the signs look promising with chains this month reporting "double digit" increases in sales on last year.

Richard Dickinson, chief executive of New West End Company, which represents retailers in Oxford Street, Regent Street and Bond Street, said: "This is the most important month in the year for fashion sales and a good September will be seen as a positive indicator for Christmas, so all eyes will be on the takings this week."

Cheering sight for commuters

Amanda Fahy, 47, secretary, from South Woodford
"I don't know if the Tube is the best place, but it cheers people up."

Sabrina Kent, 17, student, from Surrey
"I was quite shocked but it was really cool and a really good experience."

John Michael Banizette, 23, DJ, from Cannes
"It's more open-minded in London. In France, it's different."

Ellie Cranfield, 17, student, from Surrey
"It's a really good idea, as long as it doesn't interrupt the Tube."

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